RED STRIPE
THE JOURNEY WITH STRIPE SUMMER EP
OUR TASK
As Red Stripe prepared to gear up for the summer season, the iconic Jamaican beverage brand sought a culturally authentic way to connect music, heritage, and lifestyle into its U.S. marketing efforts.
The brand curated a music compilation EP featuring emerging Jamaican artists—designed to serve as a soundtrack of the summer while celebrating Jamaica’s deep influence on global music and culture. While Red Stripe had successfully handled publicity in Jamaica, they needed a trusted partner to translate the campaign for U.S. audiences and amplify awareness stateside.
CNBetter Media was brought in to lead U.S. publicity efforts for the compilation and support Red Stripe’s broader summer positioning.
CNBetter Media was brought on to architect visibility, manage press operations, and translate the summit’s cultural relevance into measurable media impact.
OUR SOLUTION
Culture-Driven Publicity Strategy
Understanding that this project was rooted in culture, not just product, CNBetter Media crafted a publicity approach that highlighted:
- Jamaican musical influence and emerging talent
- The compilation as a lifestyle extension of the Red Stripe brand
- The EP as a seasonal cultural moment, not a traditional album drop
Press Corps Curation & Media Relations
- Solicited, curated, and credentialed a diverse press corps representing business, culture, tech, and entertainment audiences.
- Coordinated both in-person and virtual interviews with summit speakers and leadership to maximize reach beyond the event footprint.
Our strategy focused on positioning the compilation as a celebration of summer, sound, and Caribbean identity—aligned with Red Stripe’s legacy and tone.
Targeted U.S. Media Outreach
Despite a tight turnaround, we executed a focused U.S. media outreach campaign aimed at:
- Music, culture, and lifestyle outlets
- Urban and multicultural platforms
- Tastemakers covering Caribbean and global music trends
We pitched the compilation as a brand-led cultural project, elevating Red Stripe beyond beverage marketing and into music-forward storytelling.
Brand Relationship Building
Beyond immediate coverage, CNBetter Media prioritized:
- Clear communication with Red Stripe’s internal and agency teams
- Alignment on messaging, tone, and cultural accuracy
- Laying groundwork for long-term trust and collaboration
This approach helped position CNBetter Media as not just a vendor—but a strategic cultural partner.
OUR RESULTS
- Successfully supported U.S. awareness for Red Stripe’s summer music compilation
- Amplified the brand’s cultural storytelling beyond Jamaica into the U.S. market
- Delivered meaningful press traction within a condensed timeline
- Established a strong working relationship with Red Stripe’s brand and agency teams
This campaign marked one of CNBetter Media’s first major brand engagements, setting the tone for how we approach culture-driven publicity.
By blending music, heritage, and lifestyle into a cohesive U.S. media strategy, we helped Red Stripe extend its summer narrative beyond the bottle—proving that when brands honor culture authentically, audiences listen.
This project not only amplified a campaign—it cemented CNBetter Media’s reputation as a trusted partner for culturally resonant brand storytelling.
Clients:
Red Stripe
Project Demands:
U.S. Media Relations & Press Outreach, Music & Culture-Based Brand Publicity, Campaign Launch Support
Category:
National & Regional Media Campaigns
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CNBetter Media is a full-service public relations and integrated marketing agency helping big brands, small brands doing big things and captivating voices go from background noise to household names. Through a strategic mix of specialized services, we successfully help our clients get in position for the visibility they want and the recognition they deserve. The agency is based in Atlanta, Georgia, but equipped to serve the world thanks to a rock star team stationed across various U.S. cities with expertise across multiple industries.
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